This was an excellent panel at the Enterprise 2.0 conference. I was distracted and did not get everything but here area few bits. Ben Foster, Allstate, Morgan Johnson. JetBlue and Greg Matthews Humana participated on the panel. Peter Kim was moderator
Ben said social media can be a cure chasing tool. Morgan said it was important to manage both followers and following. I like that they are reciprocal to many of the their followers. I try to follow as many of my followers who seem sincere in their efforts even of they have a only a few followers so far. I guess I am a softy but I also believe in reciprocation.
Greg Matthews said they are trying to push forward in a new frontier as a company and not just be a health benefits company be a heath company. They want to help people take care of their health. For example, they launched bike sharing program. Humana has created an Innovation center web site to aggregate their social media efforts. Their content lives all over the web and the Humana innovation site brings it together.
The panel said there are two emerging area where social media matters – customer service and innovation and new product development. People are talking about needs and frustration that will help you design new products.
Humana is looking beyond marketing but marketing remains important. Social media is helping with their geographic expansion and proving a positive image and brand recognition as they come to new areas. On the issue of internal support there is always tension when you introduce something new into an organization. Bottom up generation of ideas creates tension. They have a big data security concern as we have health data on people. They work with IT to stay separate from core data with social media.
The panel advised us to not focus on one tool as another will come along and replace it or go in a new direction. Used to be how to use technology. Now you can build your own technology. The greatest technology does not seem like technology. A good example is the iPhone.
Link to original post